Hyatt has entered into a joint venture with Japanese firm Kiraku, which will see the opening of a collection of modern-style hot spring ryokans “set amongst breathtaking landscapes”.
According to Hyatt the Atona brand (a combination of two old Japanese words, meaning “me and you”) “will express the unique charm of each region’s architecture, design, cuisine, activities, and hospitality through the ryokan experience”.
Properties will be centred around hot springs or onsens, and will offer “bespoke experiences and warm Japanese hospitality away from the bustle of everyday life, inspiring guests to feel the deep wisdom hidden within nature and a peaceful place to reconnect with oneself”.
Japanese designer Kenya Hara will act as creative director for the brand, with the first Atona properties set to be unveiled in regional areas of Japan in 2025.
Commenting on the news Sam Sakamura, Hyatt’s vice president Japan and Micronesia, said:
“We are thrilled to announce this new hot spring ryokan brand, Atona, through our joint venture with Kiraku, that will showcase Japan’s many attractions and unique experiences to our guests and support the revitalization of the local economy.
“We believe that the five essential elements for inbound tourism are food, culture, history, safety, and transportation infrastructure, and as a highly sought-after tourist destination, Japan exceeds in each of these categories.
“Through our strong collaboration with Kiraku on the Atona brand, the joint venture will build on the unique, personalized experience of traditional Japanese ryokans, which have been loved by locals for centuries, and make them accessible to inbound travelers, many of whom have never experienced staying in a ryokan before.”
Hyatt recently opened its first select service hotel in the Japanese city of Kyoto, with the 239-room Hyatt Place Kyoto directly connected to the Marutamachi station on the Karasuma subway line, around ten minutes from Kyoto station.
